Reports to: Director - Marketing Infectious Diseases, APAC with dotted line reporting to to APAC Business Director-Self Test
At Abbott, we're committed to helping people live their best possible life through the power of health. For more than 125 years, we've brought new products and technologies to the world - in nutrition, diagnostics, medical devices and branded generic pharmaceuticals - that create more possibilities for more people at all stages of life. Today, more than 100,000 of us are working to help people live not just longer, but better, in the more than 150 countries we serve.
We at Abbott Rapid Diagnostics endeavour to provide healthcare answers in every person's hands, when and where they need those answers most. Abbott's rapid diagnostic tests allow healthcare professionals and their patients to get same-day results. For healthcare workers, this means they can diagnose and advise their patients in a single office visit. For patients, quicker results means earlier treatment, less anxiety, less time and money spent on repeat doctor visits and a faster return to good health.
Keeping accessibility as the corner stone of healthcare delivery, we at Abbott Rapid Diagnostics have come up with products which can be directly procured and used by the individuals to get an insight into their health status.
This job is based in Singapore
The Regional Marketing Manager-Retailfor APAC will have the overall responsibility for marketing strategy and delivery for APAC IDEM Retail Business( Current products like Self Tests and/or other products of future in this space) across all segments including B2C, B2B and HCP and all channels of operation.
Fully accountable for building brand equity, driving consumer demand, managing A&P spends and tracking and reporting brand performance-sales and offtake
Development and execution of the marketing plans (brand equity, Direct to Consumer, HCP and B2B communication with a focus on Digital, distribution channels (offline and online), investment prioritization, category management, sales strategy, and annual brand and budget plans), maximizing the sustainable growth of the self-test business. Collaborate with third party business, distributors and organisations to grow and develop business partnership to increase awareness and demand of self-test business
Lead, inspire & develop the in-market activation teams & leverage internal and external resources to maximize sales growth and profitability (including collaboration with other Abbott divisions)
Duties and Responsibilities:
Design, propose and direct marketing strategy to build the brand and generate consumer demand.
Responsible for A&P management for the Self-Test business, leading the execution of the business plans across diverse domains and focusing on key growth drivers to help grow top and bottom line.
Work with the local market activation managers to plan the local marketing strategy, brand line objectives and execution plans
Advertising, promotional campaigns and event management (HCP, B2B and B2C) which are focused on, but not limited to, digital for B2B and B2C
Key Account Plans, execution in retail and robust e-commerce strategies and plans.
HCP engagement plans and KOL development
In charge of shaping the market, assessing, promoting and monitoring demand with disciplined tracking of KPIs and fast implementation of mitigation plan whenever required.
Provide weekly, monthly and quarterly tracking and reporting for marketing activities launch. Provide analysis and recommendations to improve market traction
Work with APAC Medical and Clinical Affairs to continuously understand changes in clinical claims and develop relevant marketing content.
Product training both internal and external stakeholders
Lead local competitive intelligence and make appropriate strategies to counter competitor's strategies
Work with internal and external stake holders including 3rd Party Vendors to create marketing assets as per channel/segment/business requirements.
Be responsible for all internal approvals from all relevant stakeholders for all the marketing assets being created.
Analyse & identify market opportunities & changes through market research, global trends & KOL engagement and propose a respective action plan.
Initiate and coordinate development of action plans to penetrate specific local country markets
Leveraging KOL's and relationships with industry contacts
Control timelines, quality & costs of execution tools.
Identify new opportunities in the market and share with the Regional and Global teams
Work with Regional Business Directors and Global Product Management to develop launch strategies for new products or to enhance existing product range
Adhere to all company policies, procedures and business ethics codes and ensures that they are communicated and implemented within the team
Qualifications, Experience and Skills:
Education: Bachelor and Master's degree, preferrable in Marketing and specialisation in Retail Marketing.
Marketing Expertise : Demonstrated success as a marketing lead in a regional role, with at least 10 years' experience. Strong experience in handling over-the-counter products across Asia Pacific. Must have strong experience in planning and running digital marketing and e-commerce campaigns.
Strategic thinking: Ability to develop prioritisation strategies and allocate resources between B2B, B2C and HCP channels by market depending on local market needs
Communication Skills: Strong communication skills to gain internal support for strategic and tactical initiatives and achieve group consensus in a team environment.
Negotiation Skills: Strong negotiation skills with stakeholders.
Collaboration: Strong ability to collaborate with various stakeholders in the organization and with external partners
Entrepreneurial spirit : The ability to excel and thrive in an individual contributor role, and working with limited budgets in a fast paced start-up-type environment.
Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritionals and branded generic medicines. Our 109,000 colleagues serve people in more than 160 countries.